Elmer Wheeler – författare

Este clásico y exitoso libro de marketing y ventas del legendario Elmer Wheeler (alguna vez considerado el mejor vendedor del mundo) fue publicado originalmente en 1937. En su momento superó en ventas a todos los demás libros relacionados y sigue siendo muy buscado hasta el día de hoy.Este atemporal libro de ventas está repleto de consejos simples pero altamente efectivos para obtener resultados que aún funcionan mágicamente en nuestros días. Esta edición viene enriquecida con acotaciones del Profesor Jaime Vicens Carrió de la Real Academia de Ciencias Económicas y Financieras de España.Considerado uno de los mejores libros de marketing de todos los tiempos, con influencia probada en la publicidad y redacción de anuncios publicitarios, este libro de ventas muestra las frases reales que se experimentaron para hacer que la gente compre, para vender millones de productos, para triplicar las ventas de calzado, para incrementar ventas de aspiradoras, para vender miles de galones de combustible y los resultados que se obtuvieron.El propósito que Wheeler persigue con esta obra es el de contribuir a que los vendedores puedan enriquecer su vocabulario profesional con aquellas palabras que, dotadas de una poderosa fuerza persuasiva, les permitan dominar francamente cualquier situación con que se enfrenten, por difícil que sea.Descubrirá:•Cómo el presidente de la Compañía Bost Tooth Paste logró vender su dentífrico en droguerías y perfumerías.•Cómo los vendedores de J. C. Penney lograron vender artículos de mejor calidad y en mayor cantidad a cada comprador con tan sólo pronunciar una frase oportuna en el momento oportuno.•Cómo un hombre al que le costó cincuenta años hallar una «frase contrastada de venta» con la necesaria fuerza para vencer los reparos típicos del comprador pudo finalmente encontrar once palabras que vendieron centenares de libras de tabaco para pipa.•Cómo tomar la “temperatura” del cliente•Estrategias probadas por empresas y compañías hoy exitosasDecenas de historias reales de vendedores que pusieron en práctica estas estrategias y sus resultados y ¡mucho más! También le muestra cómo crear sus propias frases poderosas, basadas en el conocimiento adquirido por ejemplos de la vida real. Este clásico es imprescindible para cualquier persona que realmente desee obtener resultados de sus ventas, marketing, cartas de ventas y vender usando el e-commerce.

Originally published in 1947, this is the Second Edition of “Elmer Wheeler’s Tested Public Speaking” (1939). Brought up to date, it incorporates revised material based on Wheeler’s further vast experience acquired in the course of giving 2,798 additional speeches since the publication of the first edition in 1939. It also includes his talk, “Take an Hour to Say No,” which at the time of this 1947 publication had been reprinted over a record 7 million times.“As usual, Elmer Wheeler has based this book not on fancy, academic rules, but rather on his own practical experience as an outstanding speaker in his own right.”

More Than 2,000 Successful Selling Pitches to Command Instant Attention and Buying ActionFrom the man who sold the sizzle instead of the steak—whose best-selling books have made history both in selling and in publishing—here are the many new practical applications of his magic formula that make people buy.No matter what product or service you sell—regardless of whether you sell over the counter, through salespeople on the road, direct, or through dealers—you will find Elmer Wheeler’s “Sizzle Selling” methods readily adaptable for your specific needs.This completely updated book is packed from cover to cover with scores of brilliant ideas that will show you how to discover the hidden “sizzle” in whatever you have to sell. Here you will find the actual “sizzles” that have produced phenomenal sales for scores of large and small organizations.

About ten years ago, a newspaper man developed an idea for increasing sales through a more effective use of words. Now, Elmer Wheeler, its originator, has put into this new book the fundamental principles responsible for his success and has adapted them to help you meet those many personal situations confronting you at home, in the office, and in society.No matter who you are, no matter what your position in life is, you depend upon words for your success and happiness. The right words can win you a job, a wife, or a promotion. The wrong words can lose friends for you in social life, block your progress in business, or make you miss your big chance.Adopting a keen, homely, back-to-the-woods philosophy, Mr. Wheeler has taken an ordinarily serious subject and dramatized it so that anyone can put it to immediate and practical use.

Where and Why The Fat Boy’s Book was written...Sitting quietly at Chambers of Commerce luncheons and banquets, waiting my turn on the lecture platform, gave me the idea of the need for a Fat Boy’s Book.I began to observe around me the hodge-podge collection of “banker’s shapes,” affluent men who had made good, then relaxed and put on bay windows. Then I looked at myself.It was nice to see so much success in America, Land of Big Appetites and Opportunity, but, unfortunately, success had settled at the belt lines.So, surrounded by my best inspirations, I started to write, and many a Chamber secretary will now know for the first time what I was scribbling on the back of the song sheet “God Bless America!” It was The Fat Boy’s Book.BE A MAN OF DISTINCTION: SWITCH FROM FAT TO TRIM

If you want to improve your present selling ability.....If you need a “brushing up job,” after the past few non-selling years.....Or if you are in another business and feel you want to enter selling.....Then this is the course for you! Read on!If you abhor “long courses” that take months and months.....If the idea of learning how to sell in 17 weeks if you prefer, or 17 days, if you are up to it, appeals to you.....If you have a sales manual that needs modernizing with “Tested Selling Sentences,” or if you want to build one from scratch.....Then read on!This is YOUR QUICKIE COURSE, by America’s foremost authority on selling and manual building.Elmer Wheeler is not just a “teacher,” but a doer, a man with a list of clients that reads like a Who’s Who of American business.You can practice a chapter a day—or a chapter a week—and learn this amazing new Sizzle Way of selling and manual building that has been used by 247 sales corporations for 19 successful years!Read on!Time is valuable. Few salesmen have much time these days to study. Beginners are busy, too, perhaps on other jobs; yet they want to enter the field of selling.What is their solution?It is this—a short course in selling that is concise, to the point, minus frills and “kindergarten” stuff.Yet a course that embodies everything a salesman needs to know before he makes a call—or before the beginner applies for his first selling job.It is for the salesman with little time, yet a desire to improve himself in 17 ways in 17 days. It is for the beginner who wants to get his first job and hold it. It’s for any person, or firm, large or small, who wants to build an up-to-date Sales Manual—and test it out!It’s for everybody or anybody who wants to sit at the feet of the Master Salesman, Elmer Wheeler, for 17 days and learn the highlight skills of salesmanship in 17 ways.

This is Elmer’s newest book. It is his best yet. It will bring you up to date on all the methods, techniques and strategy used, not only in America to win friends, but from around the world.He constantly brings out methods used worldwide to make friends. He has discovered many ways to get along in life as used for centuries by people of other lands, but never practiced in the United States. He will tell you, for example, about the soft sell of Japan; the bargain ways of Hong Kong; the winning silk appeals of Bangkok people; the image sell of India and so forth—how these people sell themselves to others and go places in life.Truly, this is a collection of best ways—and test ways—to make friends, keep old friends—and go places.You’ll live, you’ll learn, you’ll become a master of self-sell, once you’ve read these lively chapters of Mr. Sizzle.

EVERYONE HAS A PLIMSOLL MARKThe white line you see on cargo ships and many ocean liners is called the Plimsoll Mark and tells when the ship is being overloaded. If a load is too heavy, it causes the ship to sink past its white line, and that ship is in a dangerous state.People have Plimsoll Marks beyond which nerves crack and pep, vitality, vim, and vigor are drowned. A person who has sunk over his own Plimsoll Mark also is in danger.The favorite expression of Modern Man is “I’m bushed.” Of Modern Woman, it is “I’m worn to a frazzle.” Had each been aware of his own Plimsoll Mark, neither would have had use for such common expressions.The purpose of this book is to help people find their Plimsoll Marks in life, and in so doing forestall premature old age, needless worry, fatigue, lack of pep, vitality and vigor to carry on.By following a few common sense rules, plus some new scientific discoveries, anyone can learn how to remain above his personal Plimsoll Mark and prolong his life’s span...and add happiness and success. As you will see, it is a simple matter to calculate and determine your own Plimsoll Mark—the point beyond which you should never sink.—Elmer Wheeler

This book describes the simple but effective methods that Elmer Wheeler has used in making two sales grow where only one grew before.The author is sales consultant for scores of prominent firms. He has tested thousands of word-combinations and selling points on millions of customers at the point of sale.He knows the selling points and techniques that will achieve results. He knows the ones that will fail.The author shows you how the slight twist of a phrase may make a difference between success and failure in selling a product.He shows you how to go about building up your own selling sentences—your own sales presentations—and how to test them on the customer.You will find this book intensely interesting and practical, for the author has filled it with stories of actual sales campaigns that have been built upon the use of tested sentences.The ideas in this book are making money for some of the best-known concerns in the country. They should make money for you.

Why the Sizzle Sells the SteakTo understand advertising, you need to understand salesmanship. Both are filled with mis-steps, gimmicks, and frauds. Advertising is widely understood to be "e;Salesmanship in Print."e; Understanding what makes a successful salesman then gives you the basics of what will make successful ads. With this tested collection of solutions, any person is well on their way to understanding human nature and how to approach prospects in order that marketing becomes routinely effective. Only when a person knows to test and re-test everything they find will success show up. During 10 years of research, Wheeler tested over 105,000 words and phrases on more than 19 million people, resulting in the development of his "e;5 Wheeler Points"e;. These principles as powerful today as they were when this book was originally published in 1937. Even as things change, technology transforms, business evolves – human nature has stayed the same. Master these secrets for yourself. Excerpt:What we mean by the "e;sizzle"e; is the BIGGEST selling point in your proposition – the MAIN reasons why your prospects will want to buy. The sizzling of the steak starts the sale more than the cow ever did, though the cow is, of course, very necessary.Hidden in everything you sell, whether a tangible or an intangible, are "e;sizzles."e; Find them and use them to start the sale. Then, after desire has been established in the prospect's thinking, you can bring in the necessary technical points.The good waiter realizes he must sell the bubbles – not the champagne. The grocery clerk sells the pucker – not the pickles, the whiff – not the coffee. It's the tang in the cheese that sells it! The insurance man sells PROTECTION, not cost per week. Only the butcher sells the cow and not the sizzle, yet even he knows that the promise of the sizzle brings him more sales of his better cuts.....One BIG QUESTION is running through the prospect's mind as you are showing your merchandise and telling your sales story, and that question is:"e;What will it do for me?"e;Therefore, almost everything you say or do must be said and done in such a way that it ALWAYS answers this important question! You must develop a NEED for your product in the mind of the prospect – for until he realizes a need, you will make little sales progress.Now all of the "e;sizzles"e; you list for your product may create a need in the mind of the customer – but remember that although these "e;sizzles"e; may be of EQUAL IMPORTANCE to you, they may differ in importance to the prospect. If you have "e;you-ability,"e; you will be able to take your "e;sizzles"e; and fit them to each prospect with uncanny accuracy!"e;You-ability"e; is the ability to get on the other side of the fence – to put on a pair of invisible "e;sizzle specs"e; and see your product through the EYES OF THE CUSTOMER. "e;You-ability"e; is the ability to say "e;you,"e; not "e;I"e; – and the ability to present the "e;sizzles"e; in the order that the CUSTOMER considers important... Get Your Copy Now.